# Visitors and conversions

The following sections explain in detail the key metrics and concepts that you see as a summary on top of the conversion report. For each summary report, you can analyze changes in the metrics compared with the previous historic period and within the selected time frame.

Conversion reports are calculated from the moment the first conversion event, specified in the conversion definition, is completed by a visitor. That is, the moment from which DEC started accumulating data for this interaction, independent of whether the interaction was already specified as a conversion event in a conversion definition.

## Conversion rate

Conversion rate is calculated based on the number of total conversions, so the basic formula for calculating the conversion rate is:

Conversion rate = Total conversions / All visitors

In this equation:

• Total conversions - the number of all completed conversion events in the selected time period
• All visitors - the sum of all visitors, both anonymous ones and known contacts, that interacted during the selected time period. If the conversion definition also includes tracking a specific segment, visitors need to match the segmentation criteria.

You can compare the conversion rate for the selected period to the previous historic period and to the average conversion rate for the whole period, for which this conversion is tracked.

## Total conversions

The Total conversions summary report provides the number of conversion events completed, without taking in consideration whether conversions were completed by anonymous visitors or known contacts. In case one and the same visitor completes 3 conversion events, the Total conversions figure will increase with 3. Say your conversion definition is Visit the Prices page. The Total conversions figure will tell you whether there is traffic to this page and, consequently, serious interest by visitors (returning or not) to purchase your product.

## Unique conversions

In contrast to Total conversions, the Unique conversions summary report provides the number of unique visitors (both anonymous visitors and known contacts) that completed the conversion event during the selected time period. Since unique conversions are calculated on a daily basis, if one and the same visitor completed the conversion event, say Visit the Prices page, twice yesterday and once today and the selected time period is Last 7 days, the figure will increase with just 1.

## Contacts conversions

With this report, you get information about how many known contacts completed the conversion event during the selected time period. You can see whether changes compared to the previous time period are positive or negative. You can also make comparison with the overall number of contacts that completed the conversion event since the moment DEC started accumulating data for this interaction, even if this moment was before the conversion was defined.

You can also view the list with the contacts and take a detailed look at their contact profiles.

## New contacts

This summary report tells you how many anonymous visitors provided their email addresses by completing this conversion event. The event may be registering, filling out a form, subscribing for a newsletter, or any other interaction to become known contacts. Consequently, this metric will be zero if no visitors completed the event and if the conversion definition does not include an interaction that prompts visitors to provide their email addresses. For example, if the conversion definition is Visit the Prices page.

This statistic helps you measure the level of visitor engagement and how many leads you acquire thanks to this conversions in the selected time period. You can also view the list with the new contacts and take a detailed look at their contact profiles.